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7AAICC22 Cultural Markets: Social and Cultural Analysis

Module convenor: Dr Wing-Fai Leung
Credits: 20
Teaching pattern: Ten two-hour workshops
Module description:

This module intends to gives students a broad understanding of the dynamic relationship between culture and the market by exploring the nature and characteristics of cultural markets. Please note that this is NOT a business management or marketing module.

It is emphasised that these markets are deeply embedded in historical, economic, political and social contexts. In particular, the module points out the importance of the following factors which shape cultural markets: the nature of cultural products, consumer behaviour, producers’ strategies, fan culture, policy/regulations, technological development and globalisation. Examples are drawn from European, American and Asian experiences. Some cultural markets such the visual art, the market for nonprofit culture and the international audiovisual market will be discussed. Students are encouraged to ask how cultural markets differ from markets for manufactured commodities, why a different form of market has evolved in a particular cultural sector, and how a particular cultural market has historically developed and what challenges it is facing.

Draft teaching syllabus

Week 1: Cultural markets

Week 2: Cultural consumers/audiences

Week 3: Cultural intermediaries

Week 4: Marketing for culture and the arts

Week 5: Fans, prosumption and user generated content

Week 6: Independent markets

Week 7: The impact of digitisation

Week 8: Copyright

Week 9: Limits of the cultural markets

Week 10: Global and regional cultural flows

Module aims

This module intends to help students to develop a broad understanding of the dynamic relationship between culture and the market by exploring the nature and characteristics of cultural markets from both social and cultural perspectives.

Learning outcomes

By the end of the module, the students will be able to demonstrate intellectual, transferable and practical skills appropriate to a Level 7 module and in particular will be able to:

● examine historical, social, economic and cultural contexts of a particular cultural market;

● discuss particularities of cultural products;

● understand the importance of digitisation in shaping the nature of the cultural market;

● critically explore the notion of copyright both from producer’s and consumer’s perspectives;

● confidently discuss how the culture of consumption influences the operation of cultural industries;

● understand the globalisation and trans-nationalisation of cultural markets.

Core reading

  • Björkegren, D. (1996) The Culture Business: Management Strategies for the Arts-related Business. London: Routledge. 
  • Caves, R. E. (2000) Creative Industries: Contracts between Art and Commerce. London: Harvard University Press.
  • Hills, M. (2002) Fan Cultures. London: Routledge.
  • Jenkins, H. 2006. Convergence Culture: Where Old and New Media Collide. New York: New York University Press.
  • Lessig, L. (2004). Free Culture: The Nature and Future of Creativity. London: Penguin Books.
  • Patry, W. (2011) How to Fix Copyright. Oxford: Oxford University Press.
  • Thussu, D. K (ed) (2007) Media on the Move: Global Flow and Contra-Flow. London: Routledge.


1 x 4000-word essay (100%)

Students are reassessed in the failed elements of assessment and by the same methods as the first attempt.

 The modules run in each academic year are subject to change in line with staff availability and student demand so there is no guarantee every module will run. Module descriptions and information may vary depending between years.

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